LONDON / BERLIN - World Chess Plc (LSE: CHSS), in partnership with the International Chess Federation (FIDE), has initiated a new campaign titled "Brains Are Duty-Free" to offer discounts on its Chess Arena platform, matching new U.S. tariff rates in several key markets. The London-based media and gaming company aims to bolster its user base and loyalty in strategic growth markets, particularly in response to the recent U.S. tariff policy.
The campaign provides targeted discounts in various countries affected by the tariffs: 34% off in China, 46% in Vietnam, 20% in the European Union, and 26% in India. These discounts are designed to reflect the respective new U.S. tariff rates imposed on these economies. India, a rapidly expanding chess community and a significant market for World Chess, is expected to be a focal point for the campaign due to its burgeoning online chess scene and emerging young talent.
Ilya Merenzon, CEO of World Chess, commented on the campaign’s launch, "The world is raising barriers. We’re lowering them." He expressed particular enthusiasm about engaging with chess players in India, noting the country’s passionate and quickly growing chess community.
Chess Arena, World Chess’s flagship online platform, is geared towards rapid user acquisition, especially in regions with fast-growing interest in chess. The platform boasts millions of registered users and is set to expand its reach in South and Southeast Asia, where chess has seen a significant rise in popularity.
The "Brains Are Duty-Free" campaign is currently active and will be running through April 2025, accessible via the Chess Arena website. This move by World Chess is part of its broader strategy to increase digital subscriptions, PRO memberships, and tournament participation worldwide.
World Chess organizes top-level tournaments, including the World Chess Championship cycle, and operates Chess Arena, a FIDE-rated online chess environment. The company’s strategic initiative aims to connect with chess enthusiasts globally, despite the increasing economic barriers in international trade.
This article is based on a press release statement from World Chess Plc.
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